Shopify Schema Markup: Implementing Structured Data To Your Online Store

Standing out in search engine results is crucial for attracting customers and driving sales to your online store. One such powerful strategy to stand out among many brand choices is implementing Shopify schema markup on your online store.

Schema does not automatically apply to Shopify online stores. Instead, it should be manually implemented to achieve its desirable results. However, there are also ways to automatically implement a schema to your Shopify store using apps.

In this article, we’ll talk about the types of schema markups that are useful for online stores. We’ll show you a step-by-step guide on implementing a basic markup to your Shopify store and share a list of schema apps you should consider using.

If that sounds good to you, let’s get started.

What Is Schema In Shopify

Generally, the schema is a form of code that is added to your website’s HTML to help search engines like Google to better understand the structure of your pages. That way, it can provide more detailed results on related search queries instead of just showing the title and meta description of your page.

In ecommerce, schema is a great way to provide more context to search engines regarding your products – such as pricing, shipping details, reviews, etc. In addition to product pages, schema markup can also be used on various parts of your Shopify store such as your about page, contact page, specific sections, and more.

Later in this blog, we’ll give you some illustrations of various schemas that are commonly used in Shopify stores.

Why Is Shopify Schema Important In Your Online Store?

The truth is, that adding a schema markup or structured data to your online store isn’t mandatory. You can make do without it.

But even if it’s just optional, you’ll be missing out on a lot of benefits that could help you improve your store’s click-through rate (CTR) and potential increase in revenues.

Here are some of the benefits of Shopify schema:

Better Search Engine Understanding:

Schema markup provides search engines with structured data about your products, allowing them to better understand the content and context of your pages, matching the intent of potential buyers’ searches. This leads to more accurate indexing and relevance in search results.

Enhanced Search Appearance:

Implementing schema markup can result in rich snippets, which display additional information such as prices, availability, and reviews directly in search results.

These enhanced listings are more attractive to users and can improve search engine visibility and potentially, click-through rates..

Local SEO:

For Shopify stores with physical locations, implementing a local business schema can improve your chances of appearing in local search results and Google Maps whenever potential buyers look for your products within their vicinity. This helps attract local customers and boosts foot traffic.

Better CTR:

Rich snippets generated from schema markup are more informative and visually appealing, leading to higher click-through rates (CTR). Visually appealing snippets increase the likelihood of getting more clicks from potential customers because of the comprehensive information that is already presented.

Potential Increase In Sales:

Improved visibility and higher CTR can lead to more traffic to your store. With better-presented product information and reviews, potential customers are more likely to make a purchase, leading to an increase in sales. Moreover, if you do blogs, article schema markups could help you attract more readers, which could equate to more sales leads.

Quick read: 7 Ways to Improve SEO for Product Pages in Shopify

What Are The Schema Markups That Are Applicable For Online Stores

In general, there are 35 types of schema markups as defined by Google. These are:

• Article
• Book actions
• Breadcrumb
• Carousel
• Course info
• Course list
• Dataset
• Discussion forum
• Education Q&A
• Employer aggregate rating
• Estimated salary
• Event
• Fact check
• FAQ
• Image metadata
• Job posting
• Learning video
• Local business
• Math solver
• Movie carousel
• Organization
• Practice problem
• Product
• Profile page
• Q&A
• Recipe
• Review snippet
• Sitelinks search box
• Software app
• Speakable
• Special announcement
• Subscription and paywalled content
• Vacation rental
• Vehicle listing
• Video

However, it is not necessary to add all these in your online store. Instead, you should just focus on the ones that could benefit you the most.

These are the following schema markups that you should consider implementing in your Shopify store. Under each schema markup, we’ve also included a list of all the schema properties that you can use to further describe your content to search engines.

Take note that when adding schema markup to your pages, it isn’t necessary to include all schema properties. Instead, you should only include those that are in your content.

Article (if you publish blogs)

An article schema markup provides search engines more context about the content of your article. As such, when your target audience searches, Google will show more content from your blog, instead of simply showing the title and meta tags.

This larger real estate from the search engine result page (SERP) could sway more readers to click the link and visit your website.

Schema properties:

• author
• author.name
• author.url
• dateModified
• datePublished
• Headline
• image

Breadcrumb

A breadcrumb is simply a line of text that’s shown under your website’s name. This shows where in the website the specific page (presented in the SERP) is located, thus, making it easier for web visitors to navigate within your website.

The good thing about Shopify themes is that breadcrumb schema is automatically applied so you don’t have to worry about it.

Schema properties:

• itemListElement
• item
• name
• position

Local business

The local business schema should be used if you have a physical store or if you have an office so your local customers can easily find you.

As shown above, local business schema helps search engines like Google to show more details for Shopify stores with physical outlets. This information could include address, name, location, rating, menu, and more, depending on the properties that you added.

Schema properties:

• address
• name
• aggregateRating
• department
• geo
• geo.latitude
• geo.longitude
• menu
• openingHoursSpecification
• openingHoursSpecification.closes
• openingHoursSpecification.dayOfWeek
• openingHoursSpecification.opens
• openingHoursSpecification.validFrom
• openingHoursSpecification.validThrough
• priceRange
• Review
• servesCuisine
• telephone
• url

Organization

Organization schema allows search engines to show details about your business right on the SERP. As such, it makes it easier for your audience to gather more information about your business as it will be easily accessible without accessing your website at first.

Schema properties:

• address
• address.addressCountry
• address.addressLocality
• address.addressRegion
• address.postalCode
• address.streetAddress
• alternateName
• contactPoint
• contactPoint.email
• contactPoint.telephone
• description
• duns
• email
• foundingDate
• globalLocationNumber
• hasMerchantReturnPolicy
• iso6523Code
• legalName
• leiCode
• logo
• Naics
• name
• numberOfEmployees
• sameAs
• taxID
• telephone
• Url
• vatID

Product (product snippet)

Product snippets are perhaps the most important type of schema markup that needs to be added to your online store as these snippets provide more context about your products whenever your target audience is looking for similar solutions. In the image above, the product snippet contains various schema properties such as product rating (in-store), price, and availability.

This tiny snippet of information is enough to influence the decision-making of your target customers because it provides enough important context.

Schema properties:

• Name
• aggregateRating
• Offers
• review
• negativeNotes
• positiveNotes
• itemListElement
• itemListElement.name
• itemListElement.position
• availability
• priceValidUntil
• price
• priceCurrency
• lowPrice
• priceCurrency
• highPrice
• offerCount

Sitelinks search box

The sitelinks search box is another important schema markup if you have a large online store that could be easily navigated. Usually, your target audience could only search for something on your store if they are within your online store. However, sitelink search box schema shortens the process by adding a search box right on the SERP – thereby lessening the navigation friction within your site.

Schema properties:

• potentialAction
• potentialAction.query-input
• potentialAction.target
• url

Shopify Schema Types

Three types of schema codes can be used for Shopify stores.

01. JSON-LD

JSON-LD (JavaScript Object Notation for Linked Data) is a lightweight Linked Data format that uses a simple JSON script to embed structured data within a webpage. It is easy to implement and maintain without altering the existing HTML.

Sample JSON-LD code for product schema:

<script type="application/ld+json">

{

  "@context": "http://schema.org",

  "@type": "Product",

  "name": "Example Product",

  "image": "https://example.com/product.jpg",

  "description": "This is an example product.",

  "sku": "12345",

  "mpn": "12345",

  "brand": {

    "@type": "Brand",

    "name": "Example Brand"

  },

  "offers": {

    "@type": "Offer",

    "url": "https://example.com/product",

    "priceCurrency": "USD",

    "price": "19.99",

    "priceValidUntil": "2024-12-31",

    "itemCondition": "http://schema.org/NewCondition",

    "availability": "http://schema.org/InStock",

    "seller": {

      "@type": "Organization",

      "name": "Example Store"

    }

  }

}

</script>

02. Microdata

Microdata is an HTML specification used to nest structured data within HTML content using specific tags and attributes. It integrates directly into the HTML, which can make the code more complex and harder to manage.

Sample microdata code for product schema:

<div itemscope itemtype="http://schema.org/Product">

  <span itemprop="name">Example Product</span>

  <img itemprop="image" src="https://example.com/product.jpg" alt="Example Product"/>

  <span itemprop="description">This is an example product.</span>

  <span itemprop="sku">12345</span>

  <span itemprop="mpn">12345</span>

  <div itemprop="brand" itemscope itemtype="http://schema.org/Brand">

    <span itemprop="name">Example Brand</span>

  </div>

  <div itemprop="offers" itemscope itemtype="http://schema.org/Offer">

    <a itemprop="url" href="https://example.com/product">Buy Now</a>

    <meta itemprop="priceCurrency" content="USD"/>

    <span itemprop="price">19.99</span>

    <meta itemprop="priceValidUntil" content="2024-12-31"/>

    <link itemprop="itemCondition" href="http://schema.org/NewCondition"/>

    <link itemprop="availability" href="http://schema.org/InStock"/>

    <div itemprop="seller" itemscope itemtype="http://schema.org/Organization">

      <span itemprop="name">Example Store</span>

    </div>

  </div>

</div>

03. RDFa

RDFa (Resource Description Framework in Attributes) is an extension to HTML5 that embeds RDF data into HTML documents. It uses attributes in HTML tags to represent structured data, making it suitable for annotating web documents.

Sample RDFa code for product schema:

<div vocab="http://schema.org/" typeof="Product">

  <span property="name">Example Product</span>

  <img property="image" src="https://example.com/product.jpg" alt="Example Product"/>

  <span property="description">This is an example product.</span>

  <span property="sku">12345</span>

  <span property="mpn">12345</span>

  <div property="brand" typeof="Brand">

    <span property="name">Example Brand</span>

  </div>

  <div property="offers" typeof="Offer">

    <link property="url" href="https://example.com/product"/>

    <span property="priceCurrency" content="USD">USD</span>

    <span property="price" content="19.99">19.99</span>

    <span property="priceValidUntil" content="2024-12-31">Valid until 2024-12-31</span>

    <link property="itemCondition" href="http://schema.org/NewCondition"/>

    <link property="availability" href="http://schema.org/InStock"/>

    <div property="seller" typeof="Organization">

      <span property="name">Example Store</span>

    </div>

  </div>

</div>

Among The Three, JSON-LD Is Generally Used

Although each one of these codes have their unique use cases, JSON-LD is the one generally used for most Shopify store applications because it simplifies the integration of structured data without cluttering the HTML.

Additionally, JSON-LD’s ability to be loaded asynchronously also ensures that it does not impact page performance, which is crucial for maintaining a fast and responsive online store.

More importantly, its ease of implementation as a single script block, flexibility in dynamic content management, and alignment with Google's recommendations make it ideal for e-commerce platforms.

In fact, Google recommends using JSON-LD for schema markup if your site allows it. At the same time, Shopify also recommends using JSON-LD for structured data.

Therefore, we will be focusing on JSON-LD for the rest of this article:

How To Add Schema On Shopify Using JSON-LD

There are two ways of adding the schema markups mentioned above to your Shopify store.

Take note that each schema markup would require a distinct block of code to get it right. As mentioned above, since JSON-LD is the most widely used among Shopify stores, we’ll be using that type of code throughout the examples below.

Moreover, each type of schema markup contains different sets of properties. The specific page that you plan to add structured data to might not have all the default values or properties. It’s fine. Just include the properties that are present on your webpage.

But before you add structured data, first, you need to make sure if there isn’t one that’s already included in your Shopify theme. It’s easy to do so.

Checking If Your Theme Comes With Basic Schema

To verify if Shopify themes come with basic schema markups out of the box, we went ahead to check it with our demo store that uses the Label theme.

You can also follow the steps below if you want to check your current theme.

Step 1: Open a product page from your store and copy the product URL.

Step 2: Go to Google’s Rich Results Test and paste the copied URL in the box and click Test URL

Step 3: Wait for the results to see if your theme has schema markup

After a few seconds, we found out that the label theme already had a product schema out of the box. Take note that the results could differ depending on the theme that you are using.

Tip:

If you are currently looking for a well-built and affordable Shopify theme with built-in rich snippets, you should check out the Shine theme.

You don’t have to worry about the tedious process of adding product schema when using the Shine theme as it comes with it out of the box.

Manually Adding Shopify Schema

Manually adding JSON-LD schema markup codes to the theme files could be challenging for most Shopify users as it requires knowledge of Shopify liquid and JSON-LD. In addition to that, the theme code editor contains several theme files. And putting a code snippet to the wrong one could cause potential issues to your online store.

The content of theme file folders shown above could differ from store to store as each Shopify store is unique. And depending on the type of schema markup that you want to add, the folder theme liquid file where you should put the JSON-LD code would be different as well.

Thus, if you are adding structured data for products, you should be looking for the proper product theme file. The same is true if you want to add structured data to your blogs – you need to insert the code in the correct blog theme file. You can also add a schema section using the right section file.

Moreover, the sample schema markup implementation for Shopify that you’ll find on the internet are mostly superficial and they don’t properly explain that Shopify requires JSON-LD codes for dynamic websites such as ecommerce websites. Thus, you’ll get lost following those articles.

So to better explain this matter to you, we searched for a YouTube video that tackles manual schema implementation in detail. Ed Codes also mentioned in this video that Shopify themes nowadays have some basic JSON-LD codes included. As such, your Shopify store would have basic articles and product schema out of the box.

You can watch it below:

Where the complexity of structured data begins

Now, the complexity (for users with limited knowledge with codes) in the process of adding structured data to your online store begins when you want to add other structured data such as organization, article, sitelinks, etc.

Since you only have to do it once (if you get it right) to your online store, we recommend hiring someone with in-depth knowledge instead of studying it yourself.

The good thing about Shopify is that you don’t have to look elsewhere to find these experts as Shopify has its vetted professionals to help you.

Simply head on to Shopify Partners to hire someone who’s within your budget range. Take note that everyone in the Shopify Partners directory are subject matter experts and the chance of getting a bad service is very unlikely.

Using Plugins or Shopify Apps

Aside from manual implementation or hiring a Shopify expert to add structured data to your store, you can also install Shopify apps to this process automatically for you.

The only drawback with using apps is the monthly subscription fee. That’s why you should take your time vetting the solutions that you plan to use and choose the one that offers your exact needs.

Scroll to the next section to find our suggested apps.

Shopify Schema Apps

Let’s take a look at some of the most-budget friendly Shopify schema apps in the Shopify app store so you don’t have to worry about consuming a lot of time learning JSON-LD/

GP JSON-LD Schema for SEO

Rating: 5 out of 5 (15 reviews)

Pricing: Starts at $8.99 per month. Free plan available.

GP JSON-LD is a very compelling app to use not just because of its low monthly subscription but also because of its generous free plan.

This free plan includes schema for local business, product category, and articles. And since Shopify themes automatically contain product schema, you don’t have to worry about upgrading to a paid plan unless you need more advanced features.

Thus, if you are just starting out with your online store, the free plan for GP JSON-LD is more than enough to get you started.

JSON-LD Express for SEO Schema

Rating: 4.9 out of 5 (18 reviews)

Pricing:Flat rate at $7.99 per month. Free trial available.

JSON-LD Express is a highly-appreciated app because of its flat-rate pricing that gives access to all types of necessary structured data for Shopify stores.

The only drawback for using this app is that there is no free plan to ease users into their solution.

TT-Breadcrumbs & SEO Schema

Rating: 4.7 out of 5 (38 reviews)

Pricing:Flat rate at 4.99 per month. Free plan available.Conclusion

Last but not the least, TT-Breadcrumbs & SEO Schema is the cheapest solution in our list, having a price of only $4.99 per month for all their structured data solutions.

Just like GP JSON-LD, they have a very generous free plan that is more than enough for new Shopify stores.

Conclusion

Implementing Shopify schema is a powerful strategy that could help your store attract more web visitors, and in turn, increase your online sales.

But as big a help as it is, implementing it could be a very tedious process as it requires an understanding of Shopify Liquid and JSON-LD, which in most cases, entrepreneurs don’t have time for.

Thus, instead of manually implementing it to your store, we highly recommend hiring a Shopify expert to do the job for you. Or you could consider installing any of the apps we mentioned above. With their generous free plans and low monthly subscription fees, using them to automate the entire process is well worth your time.

If you want to research more about schema markup, go further to Google Search Central resources and Schema.org.

Read More: Shopify Liquid For Beginners: Tips To Get You Started Coding NOW!